Transparency shouldn’t just be about media, FirmDecisions’ Stewart Morrison

By Stewart Morrison, managing director, MENA, FirmDecisions.

As the media landscape becomes increasingly complex – with more channels and platforms available to reach consumers – brands have an ever-growing number of specialist suppliers across diverse marketing sectors available to them. Having worked for some of the largest brands myself for 20+ years, many new marketing sectors have evolved in that time and that meant getting to grips with an increasing variety of commercial models and KPI measures each time. Despite this increasing complexity, in the MENA region, ad spend is expected to fall – by up to 20 per cent in 2020 according to WARC. As the pandemic’s impact is felt on brand budgets now and for some time to come, leakage of funds

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